Displacement and reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
James C. Tsao and Stanley D. Sibley
This study measured to what extent consumers used the Internet to displace or reinforce the use of other media as sources of advertising information.
Displacement and Reinforcement Effects of the Internet and Other Media as Sources of Advertising Information
James C. Tsao and Stanley D. Sibley
University of Wisconsin-Oshkosh
INTRODUCTION
The explosive growth of the internet has offered a revolutionary platform...
